A PPC landing page is a purpose-built web page where visitors land after they click on a PPC ad.
Like all landing pages, a PPC landing page has one purpose: to persuade visitors to convert, be it by signing up to a newsletter, registering for an event, or buying a product.
But why bother with the expense of building a landing page just to serve your PPC campaigns? After all, couldn’t a generic web page, like a homepage or product page, do the job just as well?
Building a dedicated PPC landing page takes a little more time and effort than simply directing your paid traffic to one of your pre-existing web pages. But the benefits of building a custom landing page are almost always worth the effort. Here’s why:
Higher conversion rates
Dedicated landing pages typically yield much higher conversion rates than generic pages. Based on our research and experience, placing a lead magnet on a custom landing page will generally yield an 8% to 20% conversion rate, compared to just 1% to 3% when placing it on a homepage. The reason for this is simple. The sole purpose of a dedicated landing page is to expand on whatever message caught the visitor’s interest when they decided to click on the PPC ad. It’s essentially an extension of the ad. Plus, unlike a ‘regular’ web page, a PPC landing page doesn’t include any unrelated distractions (like a navigation bar or links to other content on the site) and is instead laser-focused on getting the visitor to convert.
Better Google Ads Quality Score
Another major benefit of creating high-quality landing pages for your PPC campaigns is the positive influence it has on your Google Ads Quality Score.
The Quality Score is a metric that indicates how your ad quality compares to that of your competitors for a given keyword. Crucially, the better your Quality Score, the lower your cost-per-click (CPC) will tend to be.
Landing page experience is one of the three factors that Google uses to determine your Quality Score. The more relevant your landing page is to your ad the better your score will be.
So, to put it simply, an optimized PPC landing page can decrease the fee you pay for each click of your ad, thereby giving you a better return on your ad spend.